Comedy Central will be premiering its latest scripted series titled “Michael and Michael Have Issues” tomorrow, July 15 at 10:30 p.m.  Michael Ian Black and Michael Showalter have both written and starred in past shows with Comedy Central (”Stella,” “Viva Variety“) and MTV (”The State“) but now have a new twist to their new venture.  “Michael and Michael” will combine live commericals during their episodes.

Black and Showalter will rap poetic verses about products such as Unilever’s Klondike Bars, Dunkin’ Donuts and Mike’s Hard Lemonade.  Michael Showalter believes this direct marketing is began with old-timey ads, like the ones back on radio.  Today “We just stand there and talk right to the camera, ‘This is the product, and this is why it’s great.’”

Jeff Lucas, Comedy Central exec VP-ad sales believes Michael and Michael grasp the economic realities of television.  Lucas explains, “This helps them, it helps us and, most importantly, it helps our advertisers get their message across in a new and innovative way.”

Although the brands will be featured in the commercial side of the show, the products will not included in the episodes themselves.  NBC’s “30 Rock” has been known to integate their sponsors brands smoothly into their episodes however Black and Showalter do not want the actual product placement to be distracting and take away from the show.

Matt Suttner and Eleventh Hour are eager to see how the live commerical niche will play out for the Comedy Central, each brand and “Michael and Michael Have Issues.”